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Folk cultural resources are important resources of national tourism, belonging to the category of national traditional culture and national tourism. As a high-level cultural tourism, it has become one of the key points of tourism development. With the rapid development of Internet technology, the new media as a thriving emerging force, unwittingly changed our way of life, but also greatly affected the development of the tourism industry. According to the study according to the connotation of ethnic cultural tourism resources and brand development and new media technology, the influence of new media on the national cultural tourism industry has been analyzed in the paper, finally the dissemination and marketing strategy of ethnic cultural tourism resources and brand has been put forward, which has an important value for the research of ethnic cultural tourism.

Development of ethnic cultural tourism resources and brand building based on new media perspective